The Buddy Media founder and CEO Michael Lazerow redefines the McLuhan statement in that "the medium is the message," in this creating experiences keynote. Lazerow declares fifty years after McLuhan's iconic statement that, "the people are the message," now. People are now involved in the process due to the Internet because people are now publishers and are changing the game.

Users are now telling media companies what to think, because it is no longer about the content because content is irrelevant without engagement. The truth is that people trust people and by making people the main focus of messaging, companies can capitalize on this. As Lazerow points out businesses needs to realize that their companies are filled with actors, who are employees, vendors, competitors and consumers. The ability for brands to empower and educate these voices can help them boost their presence, no matter the positive or negative responses.
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